Coca Cola launches energy drink

The soft drink major Coca Cola has launched its energy drink in India. The premuim energy drink is named Burn. As a part of the campaign, the energy drink will be made available to consumers through select premium channels and outlets in Mumbai, Delhi/NCR and Bangalore.

Based around the global tagline "Can you take the heat", the campaign has been developed by Karmarama, London.

Burn primarily targets small, affluent and niche consuming audience, consumer engagement initiative mostly leverages event sponsorships; experiential sampling and community based marketing approach globally.

Providing the Burn experience to consumers would also involve activating select premium outlets with exclusive Burn merchandise, backed by special audio-video imagery, all designed to further ignite and intensify their experiences.